Collette DOUAIHY

1. What was your very first job? My first job was as an Art Director at Urban 
Outfitters. It was the early 90’s— developing fun in-store signage, packaging, window displays, and annual reports. During that time, we launched Anthropologie. I remember being excited to work on the branding for the new store: business cards, bags, magazine ads, and more.

2. Please describe, in your own words, what your job is and what work it entails.
I am the Chief Creative Officer at Evoke. I oversee Creative, Production, and UX/UI in three locations: New York, Philadelphia, and San Francisco. My job requires leading new business efforts, brand work with key client relationships, partnering with executive creative leads, and above all, helping to inspire along the way.

3. How did you discover that the creative world was right for you?
When I was young, I loved to draw and paint, but I wasn’t very good at it. However, in high school, I took several design classes—that’s when I discovered graphic design. For me, it was more structured than fine arts— the process of visual communication through the use of typography, photography, iconography, and illustration is why I fell in love.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative, and relevant?
I’ve been lucky to judge some of the most prestigious award shows over the last several years —shows like Cannes Lions Festival, Clio Health Awards, The Global Awards, and The One Show. They are an endless source of inspiration. That’s why I’m excited to be judging Le Book, Connections NY Digital.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognitionor industry “success,” what would it be?
In 2016, I led the launch of Shire’s dry eye franchise with the branded Xiidra “double-ii” campaign that was accompanied by “eyelove,” a disease state awareness campaign featuring Jennifer Aniston. We broke a lot of rules and set pharmaceutical firsts. Using the biggest driver of all, LOVE —the campaign showed-up in unexpected, eye-catching ways and injected color and personality into the eye care space.

6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (i.e., photo, film, social, experiential, VR, etc.)
We commission all of it, but I’m a sucker for film, illustration, and photography. In the big award shows, I’ve seen a surge of CGI and social, so I’ll be interested to see new approaches and advances in these areas.

7. What was the biggest risk you’ve ever taken?
When I shifted my career from Consumer/Packaged Goods to Pharmaceutical/Healthcare advertising — I had no idea what I was getting into, but I knew I needed a change! I am thrilled I took that risk because it’s the most rewarding and fulling work — you have the power to change lives.